• DR. EKTA VERMA
• SABITA

Purpose: This study investigates the evolution of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Uttar Pradesh, India, moving beyond the state's traditional focus on leisure tourism centered around the Taj Mahal. It aims to understand the factors that have contributed to the rise of MICE tourism and its potential for future growth. Research Design: This research employs a descriptive design based on secondary data analysis to investigate the rise of MICE tourism in Uttar Pradesh. Findings: The research reveals the changing landscape of tourism in Uttar Pradesh, with MICE tourism emerging as a significant contributor to the state's economic development. It identifies the strengths and weaknesses of the current MICE infrastructure and explores the impact of government initiatives in promoting MICE tourism. Conclusions: The study provides valuable insights into the potential of MICE tourism for Uttar Pradesh. It offers recommendations for policymakers, industry leaders, and tourism stakeholders to further develop and promote MICE tourism in the state.

MICE Tourism, Uttar Pradesh, Tourism Evolution, Meetings Industry, Conference Tourism, Event Tourism, Destination Development

"Beyond the Taj: Charting the Rise of MICE Tourism in Uttar Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.d557-d578, June-2024, Available :http://www.jetir.org/papers/JETIR2406369.pdf

"Beyond the Taj: Charting the Rise of MICE Tourism in Uttar Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppd557-d578, June-2024, Available at : http://www.jetir.org/papers/JETIR2406369.pdf